Diploma in

Digital Marketing
Course Syllabus
Unit-I Digital Marketing Overview
ŒŒ Define Marketing (Traditional)
ŒŒ Types of Marketing
ŒŒ Evolution of Marketing
ŒŒ Aim of Digital Marketing Strategy
ŒŒ Traditional Vs. Digital Marketing
ŒŒ Digital Marketing for Employment
ŒŒ Digital Marketing for Business
ŒŒ Purpose of Digital Marketing
yy TCEO Strategy
ŒŒ Digital Marketing Strategy
yy Inbound Marketing Process
yy Marketing Funnel Process
ŒŒ Features of Digital Marketing Strategy
ŒŒ How to Identify your Target Audience?
ŒŒ How to do Competitor Analysis for your Business?

Unit-II Website
ŒŒ What is Internet?
ŒŒ How Website Works?
ŒŒ Explanation of a Website and its Components?
ŒŒ Significance & Benefits of having a Website
ŒŒ Elucidate the Types of Website.
ŒŒ Interpret & Introduction to Front-End of a Website
ŒŒ Interpret & Introduction to Back-End of a Website
ŒŒ How to Plan for a Website?
yy Information Gathering
yy UI & UX
yy Pre & Post Launch Activities
ŒŒ Explain the Difference between Domain & Hosting?
ŒŒ List the Types of Website Creation in Different Platforms?
yy Introduction & How to Install, Edit and Complete a Website
through Wordpress
yy Introduction & How to Create, Edit and Complete a
Blogging through Blogger
yy List of steps to do in both Designing and Building of a Site.
yy How to do Before and After Launching of the Website
through Testing and Debugging
ŒŒ Introduction to basic HTML Structure and their use
ŒŒ Introduction to basic SEO Tags and their use
Unit-III Search Engine Optimization (SEO):
Google & Bing
ŒŒ Introduction to Search Engine & its types?
ŒŒ How Search Engine Works?
ŒŒ Introduction to SEO
ŒŒ Differentiate between Organic & Paid Search.
ŒŒ What is Search Engine Algorithm?
ŒŒ What are Keywords and its types?
ŒŒ How to find the Right Keywords for the Website?
ŒŒ How SEO is Planned Based on the Website Type?
yy SEO for Static Website
yy SEO for Dynamic Website
ŒŒ How SEO Benefits for Business?
ŒŒ Define and Explain Search Engine Ranking Factor
ŒŒ Define Search Engine Optimization Techniques
ŒŒ On Page Optimization
yy Define & Explain On Page SEO
yy List of Factors which Determine the On Page Optimization
yy How to do a Keyword Research and Mapping for a Site
yy How does Content Optimization Benefit On Page SEO.
ŒŒ List the Process of On Page Optimization:
yy Heading Tag Optimization
yy Image Optimization
yy Meta Tag Optimization
yy SEO Friendly URL
yy Custom 404 Page Optimization
yy Canonicalization in SEO
yy Robots.Txt Creation & Submission
yy Dofollow and Nofollow Links
yy Sitemap Creation & Submission
ŒŒ Off Page Optimization
yy Define & Explain Off Page Optimization
yy How to Rank Keyword through Off Page Optimization
yy How to Create Backlinks?
yy How does a Link Building Technique Work?
yy How does Dofollow and Nofollow Link Factor Work.
ŒŒ Define & Explain the Process of Off Page Optimization
yy Web Directory Submission
yy Search Engine Submission
yy Social Bookmarking Submission
yy Forum Link Building
yy Classifieds Ads Submission
yy Business Directory Submission
yy Blog Link Building
yy Article Link Building
yy Press Release Submission
yy Guest Blogging Link Building
yy Image Submission
yy Video Submission
yy Q/A Link Building
ŒŒ Elucidate the Importance of Competitor’s Growth Hacking.
ŒŒ List the types & Significance of Reporting for Off Page
Submission
ŒŒ Introducing Google Tracking Tools
 yy Why Digital Analytics?
yy What is Google Analytics?
yy How Google Analytics Work
yy Google Analytics Setup
ŒŒ The Google Analytics Layout
yy Navigating Google Analytics
yy Understanding Overview Reports
yy Understanding Full Reports
yy How to Share Reports Based on Analytics’ Metrics.
ŒŒ Google Analytics Reports
yy Audience Reports
yy Acquisition Reports
yy Behavior Reports
ŒŒ What is Search Console?
ŒŒ Why use Search Console?
yy Monitor your Site’s Performance in Google Search Results
yy Discover How Google Search Engine Measures your Site
ŒŒ Google Tag Manager Overview
ŒŒ Setup and Installation
Unit – IV - SEM (PPC): Google & Bing Ads
ŒŒ Introduction to Pay-Per-Click
ŒŒ How Paid Search Differs from Organic Search?
ŒŒ Google Ads Vs. Bing Ads
ŒŒ Components of Google & Bing Ads:
yy Keyword Research
yy Account and Billing
yy Campaign & its Features
yy Ad Groups
yy Budget & Bidding
yy Ad Copies
yy Ad Extensions
yy Landing Pages
ŒŒ Important Metrics in Google Ads
yy Impressions
yy Clicks
yy CTR
yy Avg. CPC
yy Cost
yy Avg. Position
yy Qual. Score
yy Conversions
ŒŒ Important Metrics in Bing Ads
yy Clicks
yy Impressions
yy CTR
yy Spend
ŒŒ Define A/B Testing
ŒŒ How to Monitor a Campaigns Performance?
ŒŒ Key steps to Manage the Campaigns
yy Ad Groups Splitting
yy Keywords
yy Negative Keywords
yy Budget and Bidding Adjustments
yy Keywords/Ads/Landing Page Reviewing
ŒŒ Measuring Results & Reports
ŒŒ Case Studies
Unit V - Social Media Optimization (Organic and
Paid Promotion)
ŒŒ Facebook - Facts and History
ŒŒ Facebook Optimization
yy Facebook Profile Setup and Post types
yy Exploring Facebook Account Dashboard (Marketplace,
Create a Frame Etc)
yy Types of Facebook Pages
yy Facebook Page Creation
yy Page Setup - Profile Photo & Cover Photo
yy Types of Page Tabs & Custom Page Tabs
yy Post types
yy Facebook Page Settings
yy Publishing Tools
yy Facebook Groups
yy Facebook Group types
yy Facebook Group Creation
ŒŒ Organic: Facebook Marketing
yy Facebook Algorithm and Strategies for Organic Post Reach
yy Creating Facebook Marketing Plan
yy Creating Facebook Sales Funnel for Lead Generation
yy Types of Facebook Content
yy Strategies to Gain more Page Likes and Engagement
yy Strategies to Gain Traffic or Lead Generation in Facebook
Groups
yy Facebook Page Insights
yy Facebook Page Analytic Report
ŒŒ Paid: Facebook Marketing
yy Why Facebook Ads or Paid Marketing
yy Facebook Ad Campaigns
yy Types of Facebook Ads
yy Facebook Power Editor
yy Facebook Pixel
yy Target Audience
yy Custom Audience
yy Ad Budgeting and Billing
yy Ad Analytics and Report
ŒŒ Twitter - Facts and History
ŒŒ Twitter Optimization
yy Creating Twitter Account and Setting Profile
yy Uploading DP and Cover Photo
yy Twitter Account Settings
yy How Twitter Hashtag Works
yy History of Hashtag
yy Hashtag Usage and Benefits
yy Twitter Trending and its Working
yy How Twitter Advanced Search Works?
yy Types of Tweet
yy How to Tweet Others
yy Twitter List
yy Types of List
yy Creating Twitter List
yy How to get Verified Account on Twitter
ŒŒ Organic: Twitter Marketing
 yy Creating Twitter Marketing Plan
yy Hashtag Strategy
yy Tweet Strategy (Getting Retweets and Favourites)
yy How to Tweet and Promote a Product/Service
yy Creating Moments and Promoting a Story
yy Using Twitter Advance Search to Promote Product
yy Using Twitter List for Marketing
yy Growing followers for You/your Brand
yy Using Twitter Live for Marketing (Using Periscope App)
yy How to get your Hashtag Trending
yy Analytics Reporting
ŒŒ Paid: Twitter Marketing
yy Twitter Ad Campaigns
yy Promoting Tweet to get App Install
yy Promoting Tweet to Gain more followers
yy Promoting Tweet to get more Engagement
yy Promoting Tweet to get more Video views
yy Promoting Tweet to get more Conversions or Website Clicks
yy Promoting Tweet to Reach more People
yy Ad Analytics and Report
ŒŒ Instagram - Facts and History
ŒŒ Instagram Optimization
yy Creating Instagram Account and Setting Profile
yy Uploading DP and Optimizing the Instagram Bio
yy Instagram Account Settings
yy Introduction to Filters and Video types
yy Introduction to Instagram Stories
yy Instagram for Business
yy Creating an Instagram Business Account
yy Optimizing the Instagram Business Account
ŒŒ Organic: Instagram Marketing
yy Creating a Instagram Marketing Plan
yy Instagram Hashtag Strategy
yy Instagram Posting Strategy
yy Uploading Photos and Videos in Instagram for Promoting
Brand
yy Strategies to Gain more followers
yy Creating and Utilizing Instagram Stories for Marketing
yy Introduction to IGTV
ƒƒ Creating a Channel in IGTV
ƒƒ Uploading Videos in IGTV
ƒƒ Using Instagram Live for Marketing
ƒƒ Analytics Reporting
ŒŒ Paid: Instagram Marketing
yy Instagram Ad Campaigns
yy Promotion to get more Profile Visits
yy Promotion to get more Website Clicks
yy Promotion to get more Post Impressions
yy Ad Analytics and Report
ŒŒ LinkedIn Optimization
yy Creating LinkedIn Account and Setting Profile
yy Importance of Building your Network in LinkedIn
yy Exploring Advanced Search Strategy
yy Building your Network
yy Networking Tips Form the Pros
 yy Blogging in LinkedIn
yy LinkedIn Posting Strategies
yy LinkedIn Article Publishing
yy Recruiting Talent and Job Search with LinkedIn
yy Job Posting in LinkedIn
yy Finding Candidates with Advanced Search Strategy
yy Finding Jobs in LinkedIn
yy LinkedIn Groups
yy Types of Group
yy Creating LinkedIn Group
yy Creating LinkedIn Company Page
yy Setting up the LinkedIn Company Page
ŒŒ Organic: LinkedIn Marketing
yy Creating a Content Marketing Plan for LinkedIn
yy LinkedIn Hashtag Strategy and its Working
yy LinkedIn Posting Strategy in Company Page
yy Strategies to Gain more followers and Engagement
yy Utilizing LinkedIn Groups to Generate more Leads
yy Lead Generation using Direct Messaging
yy Analytics Reporting
ŒŒ Paid: LinkedIn Marketing
yy LinkedIn Ad Campaigns
yy Promoting Content to Reach more People and Spread
Awareness
yy Generating Conversions using Personalized Sponsored in Mail
yy Driving New Customers to your Business with Sponsored
Text Ads
yy Ad Analytics and Report
ŒŒ Google Plus - Facts and History
ŒŒ Google Plus Optimization
yy Creating G+ Brand Account and Setting Profile
yy Uploading DP and Optimizing the G+ Bio
yy How Google + Benefits SEO
yy G+ Post types and Strategies
yy Google Plus Communities
yy Types of Google Plus Communities
yy Creating Google Plus Community
ŒŒ Organic: Google Plus Marketing
yy Posting in Google Plus
yy Targeting Communities to Generate Website Traffic
yy Strategies to Gain followers and Engagement in Google Plus
ŒŒ YouTube Facts and History
ŒŒ YouTube Optimization
yy Creating a YouTube Channel
yy Uploading DP and Banner Image
yy Types of YouTube Videos
yy Uploading Videos on YouTube Channel
yy Optimizing your Videos for SEO & Ranking
yy Earning through YouTube Channel
ŒŒ Paid: YouTube Marketing
yy Why YouTube for Business and Branding
yy Using YouTube Live for Marketing
yy Types of Video Ad
yy YouTube Advertising Campaign
yy YouTube Ad Analytics and Reporting
ŒŒ Snapchat – Facts and History
ŒŒ Snapchat Optimization
yy Creating Snapchat Account and Setting Profile
yy Setting up Snapchat Account for your Business
yy Exploring Snapchat Account Settings
yy Introduction to Bitmoji
yy Creating Personal Customised Bitmoji
yy Introduction to Snapcode
yy Creating and Optimizing Snapcode
yy Integrating Snapcode in Website and Social Media
yy Introduction to Snapchat Filters and Lenses
yy Introduction to Snapchat Stories
ŒŒ Organic: Snapchat Marketing
yy Creating Content Marketing Strategy for Snapchat
yy Creating Custom Snapchat Filters
yy Strategies to Build followers for your Business on Snapchat
yy Creating and Utilizing Snapchat Stories for Marketing
yy Analytics Reporting
ŒŒ Paid: Snapchat Marketing
yy Snapchat Advertising
yy Setting up Ads Manager Account in Snapchat
yy Snapchat Ads Key Facts and best Practice
ŒŒ Types of Snapchat Ads
yy Creating Ads to Drive Traffic to your Website
yy Creating Ads to Grow Brand Awareness on Snapchat
yy Creating Ads to Driven App Installs
yy Creating Ads to Grow Video views on Snapchat
ŒŒ Snapchat Ad Reporting and Analytics
Unit VI Marketing Tools
ŒŒ Marketing tool introduction
ŒŒ Working Methodology
ŒŒ Report Extraction
ŒŒ Analysis of Report

Unit VII Content Marketing

ŒŒ Introduction & Scope of Content Marketing
ŒŒ Storytelling – an Introduction
yy Art of Storytelling
ŒŒ How to Generate Content Ideas
ŒŒ Planning a Long-Term Content Strategy
ŒŒ Building a Content Creation Framework
ŒŒ Becoming an Effective Writer
ŒŒ Extending the Value of Content through Repurposing
ŒŒ How to Effectively Promote Content
ŒŒ Analyzing and Measuring your Content
ŒŒ Developing a Growth Marketing Mentality
ŒŒ Mini Project - Blog Post
ŒŒ Mini Project - Content Strategy Plan

Unit VIII - Email Marketing

ŒŒ Introduction to Email?
ŒŒ Email Marketing Content Strategy
yy Email Machine – the Strategy ( Leads , Type of Mails,
Subjectline, )
yy Email Frequency
yy Why People Don’t Buy
yy The Fuel – Value
yy Triggers in Email Using 4ps
ŒŒ What is Email Marketing? How does Email Marketing Work?
ŒŒ Why is It Important to use Email Marketing?
ŒŒ How Can You Effectively use Email Marketing?
ŒŒ How do I Setup Email Marketing?
ŒŒ Email Optimization and Testing
ŒŒ Measuring Success with Email Analytics
ŒŒ List of Email Marketing Software Available
ŒŒ Activity: Email Marketing Practical Assessment

Unit IX - Mobile Marketing

ŒŒ What is Mobile Marketing and how does It Work
ŒŒ Why You Need Mobile Marketing
ŒŒ Types of Mobile Marketing Strategy
ŒŒ Create Mobile Buyer Persona
ŒŒ Set Goals and Establish KPIs
ŒŒ Know Google Ads – Mobile Marketing
ŒŒ Know best Mobile Marketing Practices
ŒŒ Have Mobile Friendly Website
ŒŒ The Right Mobile Marketing Tools your Business Needs
ŒŒ Monitor your Mobile Marketing Metrics
Unit X Online Reputation Management
ŒŒ Introduction – Online Reputation Management (ORM)
ŒŒ Scope – Online Reputation Management
ŒŒ Tools to Listen Online for Brand Conversations
ŒŒ Analyzing and Measuring Emotion for a Brand
ŒŒ Dealing with Negative Conversations
ŒŒ Creating ORM Strategy
ŒŒ Activity – ORM Response

Unit XI Online Public Relations

ŒŒ Introduction to Public Relation & Traditional PR?
ŒŒ What is Online Public Relations?
ŒŒ Introduction to Social Media in Public Relations
ŒŒ Social Media - Engagement and Relationship Management
ŒŒ Content Creation and Management
ŒŒ Research and Evaluation

Unit XII Affiliate Marketing

ŒŒ What is Affiliate Marketing?
ŒŒ Why Learn Affiliate Marketing?
ŒŒ Affiliate Marketing & its Benefits
ŒŒ Statistics & Facts of Affiliate Marketing
ŒŒ How to Become an Affiliate
ŒŒ Affiliate Marketing Compensation Models
yy CPC, CPA, CPI and Other Metrics
yy Getting Most Conversions
yy Day to Day Work Scheduling
yy Managing Affiliate Accounts
yy Blogging
yy Google Adsense Account Setup
yy Placing Ads on Website
yy Placing Ads on Blogs
yy YouTube Video Monetization
yy Allowing and Blocking Ads
yy Performance Metrics
yy AdSense Administration
ŒŒ Affiliate Marketing Strategies for Affiliates
ŒŒ Affiliate Networks
ŒŒ How does It Work – Amazon & Flipkart Demo
ŒŒ Outline the Top Affiliate Networks in National & International
Arcade
ŒŒ Affiliate Marketing Tools to use
ŒŒ Success Story
Unit XIII – Lead Generation
ŒŒ What is a Lead?
ŒŒ Lead Generation – Process & Scope
ŒŒ Lead Qualifying Process
ŒŒ Mechanics of Lead Generation
ŒŒ Lead Generation Trends & Benchmarks
ŒŒ Tried-and-True Lead Generation Ideas
ŒŒ 4 L’s of a Lead Generation Strategy

Unit XIV – Training Support/Guidance for

Certifications
ŒŒ Registering Google Certification Program (Free)
ŒŒ Google Ads Certification
yy Ads Fundamental
yy Search Advertising
yy Display Advertising
yy Video Advertising
yy Shopping Advertising
yy Mobile Advertising
ŒŒ Google Analytics Certification
ŒŒ Hubspot Certifications
yy Inbound Certification
yy Content Marketing Certification
yy Email Marketing Certification
ŒŒ Sample Test Papers for Google Certification Examination